West Alabama Businessmen Bringing New Look To Historic Concert Venue

TUSCALOOSA, AL — Ric Mayers recalled standing on a rooftop in Auburn, of all places, during a birthday party for former Tigers head football coach and Alabama's Republican senior U.S. Sen. Tommy Tuberville, when the wheels in his head began to turn.

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"I looked out over Auburn and it made me a little bit jealous," he told Patch with a slight touch of irony in his voice. "A lot of development's going on here, but a lot of development is going on in Auburn."

Mayers told this story amid the sounds of hammers and saws in the former Druid City Music Hall on The Strip, which he and his business partners are in the process of transforming into Two Dimes — a concert and entertainment venue that he hopes will boost Tuscaloosa's entertainment offerings after conversations with city officials.

"I came back and I met with [City of Tuscaloosa's Executive Director of Construction, Facilities & Grounds Department] Eric Thompson to talk about economic development and I asked him what we could do in Tuscaloosa? What does Tuscaloosa need?" he said. "[Thompson] says, 'entertainment. We need entertainment. We need stuff for people to do. People need things to do.'"

Despite the fact that the former Druid City Music Hall, once known by older locals in this reporter's generation as The Jupiter, is one of the largest venues in town, Mayers considered a few other potential ventures before deciding to renovate the historic concert hall that has featured acts over the years ranging from country icon Kenny Chesney to electronica's Bassnectar.

The venue was previously owned by Big Spring Entertainment — a Huntsville-based private equity firm — before Mayers purchased it in February.

His business partners on this project are Cory White, Tyler Hearing and Grant McCabe.

"I think something like this could really bring that kind of feel back," he explained. "I think it's going to be a domino effect. Any time something comes up that's vibrant, active and loud, others follow. So, a domino effect takes place. And I think this is the lead domino right here."

As Mayers discussed his vision for Two Dimes walking up a set of newly installed stairs, he pointed out to this reporter a new second-tier VIP area to the right-hand side of the stage for artists to enjoy, before shifting attention to the brand-new mezzanine in the back of the concert hall as another new addition.

Two Dimes features a wood-paneled, rustic look both inside and out — reminiscent of similar concert spaces in Nashville.

Mayers, the owner of Vernon-based Midstates Petroleum, might be a kind of "oil man" for the most part, but he reflected fondly on how he spent his fair share of memorable nights in the venue he's currently renovating and hopes to provide an accessible experience to both college students and locals.

"I remember what it used to be," he said. "And I know what it can be."

When asked about the rebranded name of the concert hall, Mayers said it reflects the approach to the clientele he wants the business to be known for.

"A dime's not what it used to be, but at the same time, the concept's still there," he explained. "With the value of money today and with inflation, money's going up tremendously. So I got to thinking that I want this to be a spot where if a man didn't have two dimes in his pocket to rub together, he can still come in here and have a good time."

Mayers' philosophy can trace its roots back to a dinner he had at President Donald Trump's Florida estate, Mar-a-Lago, as he chatted with Kid Rock — a name that needs no introduction in music or pop culture circles.

"I was sitting there with Kid Rock, and he said, 'I'm going to stop this ticket gouging. I'm going to stop what's going on with Ticketmaster," Mayers recalled as the two discussed the hot-button issue of high-priced concert tickets. "[Kid Rock] is like, 'I'll be the first to tell you I'm overpaid, and I'm going to stop that.' That's awesome to me. And I'm committed right now to work with President Trump to where we're going to stop the gouging of prices and that stuck with me."

Indeed, it was Mayers who invited then-candidate Trump to his box at Saban Field at Bryant-Denny Stadium for the Georgia game last season and cited conversations he's had with the Trump inner circle as part of the inspiration for his latest venture.

"Coming here, that was the thing — we're not gouging people on tickets," he said. "You're going to see with our ticket prices, below $100, that people can come here, they can have a good time. We were told you won't survive in the summer, so we're going to put that theory to the test. We're going to give people something to do when they're here and they don't have anything else to do."

Mayers then said he plans to have big names to help promote events — personalities ranging from former UFC light heavyweight champion Tito Ortiz to local legends like former Tide standouts Terrion Arnold and Josh Jacobs.

"[Business partner] Tyler Hearing will also be a huge focal point in bringing in the celebrities and influencers, " he said. "He had a huge influence on the design of this venue. One of the best partners I could ever ask for. If [those celebrities] have the ability to take off during the season, we're going to have watch parties here and invite those kinds of folks."

Mayers said a soft opening is set for Aug. 16 and will feature a performance by Fayette native and former "American Idol" finalist Dexter Roberts .

"We've got a sound system in this place like nobody has seen before," Mayers said from the new mezzanine, pointing to brand new audio equipment being installed. "We've got a sound system that's not been heard inside of here before."

Country music fans will also be excited to hear that Alabama native and country songwriting icon Jamey Johnson is booked for a show on Aug. 20, followed by country radio star Dustin Lynch on Aug. 27.

"I think if we deliver quality and if we can deliver the environment, then it will work," Mayers told me. "That's what we want to deliver and, if we do, I think we'll be successful and give the community something they will really enjoy."

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